If you actually look at the numbers, as big as Star Wars is, the prequels were ultimately upstaged by that generations franchises (Harry Potter, Lord of the Rings, Spider-Man) and the NT was upstaged by Marvel. It hasn't been the dominant franchise since the OT. But at the same time, Star Wars does have more longevity it seems. When people say "Disney killed the brand", that isn't really true. There will always be an audience. If Disney simply scaled back the budgets, they wouldn't have to gross over a billion dollars to make a profit. They wouldn't have to beat Marvel. Just look at James Bond. That franchise has taken a much bigger beating than Star Wars over the years. It's had a lot of maligned entries, box office disappointments, law suits, copyright feuds, tentpole actors retiring from the role, wildly different tones... and as much as "Solo" struggled behind-the-scenes, that was a cakewalk compared to the debacle of the original "Casino Royale", which EON didn't even do, but was often blamed for it anyway. Yet it survived, adapted and not only remains popular, but might even be at its most popular.